The head of a publication printer sits down today with my NAPL colleague, Tim Fischer, to discuss a potential merger and acquisition opportunity. He starts right in by jumping ahead to a post-merger integration issue: customer announcements. "Of course, if the transaction goes all the way to closing," he says, "I'd really like to avoid having to say anything to the customers [of the merger candidate]."
Huh?, Tim and I both thought. How could you merge or acquire and NOT say something to the customers?
Having done this kind of work for 20 years, I instinctively know that silence is always exploited by the competition. I subscribe to the PR strategy of "control the message", avoid the void of facts to be manipulated by those who have a contrary vested interest.
But our guest had a different view.
"It's hard enough to keep the customers without having to fend off their concerns," said the CEO of the NAPL member-client. "We'd run the risk that telling the customers their printer is moving into another facility would give them pause for thought, and perhaps that would be the time for them to seek alternative sources. And no one wants that."
Tim settled in his chair, waited a polite moment, and then said, "We would advise a more proactive communication strategy." I added, "You can make the argument that your business is growing and you're expanding your market presence, that the customers will continue to receive outstanding service and they will stand to benefit from having their printer become part of your successful organization."
What do YOU think? We'd like to know.
this is interesting. for sure my husband would love reading this when he comes home. i'll show him right away!
Posted by: Nursing cover | July 12, 2010 at 01:48 PM